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Indiana University’s Marketing Maturity Model

Join this session to learn about IU’s Marketing Maturity Model – a tool built collaboratively through workshops with IU’s marketing professionals to create a common language and shared vision for marketing across the University. Hear how the tool provides a lens to qualitatively assess Marketing and Communications capabilities across six key areas and has become their “north star,” driving transformation in their organization. Salesforce will also present results for their recent collaborative report with the AMA, The Higher Ed Digital Marketer Report, How Colleges and Universities are Approaching Digital Engagement Today.

Key Take-A-Ways

  • Discover Indiana University’s shared vision for strategic marketing
  • Learn how IU developed the model and built a common language across departments
  • Understand the different initiatives that will help the institution achieve its goals.
  • Learn how other institutions are approaching digital engagement, channel use, collaboration across the institution, and more.


Karen Ferguson Fuson

Chief Marketing Officer, Indiana University

Karen Ferguson Fuson is the Chief Marketing Officer at Indiana University. As the CMO, she leads marketing strategy for all 9 of Indiana University’s campuses plus IU Online. She is a strategic, purpose-driven senior executive, experienced in leading teams through transformation. In addition, she is an experienced sales and marketing executive and loves to use insights from data and research to engage audiences and drive marketing ROI.

Previous to her role at Indiana University, Karen was a Gannett Company executive leading sales at over 60 USA TODAY NETWORK local markets. During her 20+ years with Gannett, she led sales and marketing teams of varying sizes throughout the country.

Karen holds a Bachelor of Science in Journalism from Northwestern University, where she was also inducted into the Medill Hall of Achievement in 2018. She began her media career in the newsroom at the Peoria Journal Star in Peoria, Illinois before moving to the business side in advertising and then circulation with the Post-Tribune newspaper in Gary, Indiana.

Karen resides in Indianapolis with her husband, Rick Fuson. Karen’s family includes two children: Kaela and Kyle; Rick’s children: Amy, Emily and Matthew; two grandchildren: Jackson and Sullivan. She serves on the Riley Children’s Foundation board in Indianapolis. In her free time Karen enjoys spending time with family, gardening at her cabin in Brown County, Indiana and cheering on the Indiana Pacers.

Darren Klein

University Brand and Strategy Officer of Indiana University

Brad Schleicher

Product Marketing Director of

Brad Schleicher is a Director of Product Marketing for Higher Education at When he isn’t leading marketing strategy for the Advancement, Alumni Engagement and Marketing Communications solution lines, he’s focused on engaging with CMOs and marketing leaders to better understand their roles and priorities in a rapidly changing higher education landscape. Previous to his role at, he was a product marketing leader at Blackboard where he supported the global adoption of Moodle, the world’s most widely-used learning management platform.


Indiana University's Marketing Maturity Model